Commercial Integrator July 2022 - 52

CI EXCLUSIVE
Business
USAV REBRANDS
AS EDGE
In an exclusive interview, Patrick Whipkey from USAV
and Candice Aragon from PSA discuss the organization's
rebrand as EDGE. By Amala Reddie
USAV is a Westminster, Colo.-based
consortium of likeminded integrators that
has developed partnerships with manufacturers,
service providers and associations.
In 2017, the organization became a division
of PSA, a systems integrator consortium
of progressive security and audiovisual
systems integrators in North America.
Under PSA, the organization has expanded
domestically and internationally. Following
this expansion, USAV has now rebranded
as EDGE to represent its growing identity
and purpose.
Commercial Integrator sat down with
Patrick Whipkey, vice president of USAV,
and Candice Aragon, vice president of
marketing and events for USAV and PSA, to
discuss the new logo, the rebrand process
and the road ahead for EDGE.
Need for Rebrand
According to Aragon, the name " USAV "
was almost restrictive especially with the
organization now having an international
consortium. She also points out that the
old logo depicted the outline of only North
America. " It makes us seem as if we're only
serving U.S., although we've been growing
internationally for the past year and half.
Not only that, the term 'AV' is also restrictive.
A lot of our AV integrators are now
expanding into various areas. For instance,
they are venturing into security or even
structured cabling. Calling it simply 'AV'
puts us into a box which isn't necessarily
accurate, " says Aragon.
Indeed, it was time for a change. Whipkey
and Aragon reveal that they worked
with internal branding and marketing
professionals on the rebrand design.
Whipkey especially notes, " There was a lot
52
Commercial Integrator JULY 2022
of research on brand identities. However,
the essence of the [organization] remains
the same. All we've really changed is the
name and logo to encompass who we are
and what we do. "
Aragon adds that they were looking for
a logo that met today's standards and was
relevant to the organization. Aragon then
expands on the selection process. " We
developed four separate brands and presented
them to the PSA board of directors.
From there, we received their approval and
even from internal stakeholders. Then we
really got to working on the color palette
and catchphrase, " she explains.
The Transformation
The organization's new tagline reads, " Unparalleled
Partnerships, " which Whipkey
feels is a suitable summation of the organization's
offerings. He states, " As we were
going through all the iterations, we focused
on our target audience and the work that
we do. It ultimately kept coming down to
the partnerships that we create, grow and
foster to become stronger in the long run. "
Aragon also believes the new logo
echoes the same sentiment. According to
her, the arrow symbolizes the organization's
progressive and forward thinking, a
key component of its mission statement.
She then explains how the teal and orange
color palette too, plays a role in displaying
the organization's mission. " Blue associations
includes trust and professionalism
while orange symbolizes bold and adventurous.
Thus, the blue recognizes the stability
of EDGE and the orange represents
its new beginning. "
Moreover, the name " EDGE " also speaks
to the business moving forward. As Whip(L-R):
Candice Aragon and Patrick
Whipkey on the making of " EDGE. "
key puts it, " Don't live on the edge, be part
of EDGE. " Aragon further explains that they
looked for a name that wasn't completely
rooted in AV terms but presented an
umbrella that is the organization and the AV
industry itself. " However, if you look closely
at the logo, you can see it creates the word
'AV.' It was not intentional at all but it's a
nice nod to the industry! " Aragon smiles.
The Rebrand Process
The rebranding from USAV to EDGE extends
to its website as well. According to Aragon,
while there won't be a full website redesign,
there will be an update of the color scheme
and logo. She thus terms it as a " refresh "
of the brand. Whipkey also highlights that
the company secured a new URL -
edge.technology - to reflect the change.
Moving Forward
Both Whipkey and Aragon underscore that
the rebrand does not mean a restructuring
of the organization. Aragon explains,
" We're not changing in any way. We're just
changing the name to fit us. We will continue
to foster collaboration and provide
access to cutting-edge business service
providers. " CI
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Commercial Integrator July 2022

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